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Gen Z craves in-person communication. While they aren’t against shopping from computers or smartphones, when given the opportunity, they will go to the store. Why? By going to the store, they get real time, face-to-face interactions with someone that can sell a certain product. This also goes along with Gen Z having FOMO (fear of missing out). They don’t want to wait 5-7 days to get something if a trip to the store will provide it immediately.

While in store, Gen Z looks to reviews to ensure the product they’re buying has a good reputation with previous buyers. But one quick way to lose a purchase is slow internet. If these young shoppers can’t get the information they’re looking for in a few seconds, they’ll give up. Fast wifi is key.

According to a new international survey of 15,000 consumers aged 13-21 conducted by IBM, “(62%) are willing to share their purchase histories with retailers, but 61% said they would favor brands that offer secure storage of their information.” This goes perfectly with the Gen Z hyper customization trait. They don’t want other people to know what they’re buying because they want to be unique and stand out from the crowd whenever possible.

What does this mean for retailers?

Retailers must be engaged on all platforms in order to provide what Gen Z is looking for; both in-person assistance and online services are expected. This omnichannel approach will keep them in store and extend the longevity of brick-and-mortar.

To learn more about Generation Z in our new book, Gen Z @ Work, click here.